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Ponlait
- 1. A STUDY ON CUSTOMER AND RETAILER PREFERENCE TOWARDS PONLAIT PASTEURIZED COW MILK IN PONDICHERRY REGION By L.Sam Moses Arokia MBA 2nd Year Institutional Guide Organizational Guide Dr. B Rajeswari . Dr. T K . umanan Assistant Professor Manager(Marketing) Department of Management Studies, PONLAIT Pondicherry University Pondicherry.
- 2. PONLAIT MILK Type Ponlait Cow milk Ponlait Toned milk Packaging Pouch Pouch Packaging color Green Blue Price Rs.14 Rs.13 Milk FAT 3.5% 3.0% SNF 8.5% 8.5% Quantity 500 ml 500ml 200ml Year of launch june2011 Place Pondicherry Pondicherry (excluding mahe (excluding mahe yanam, karaikal) yanam, karaikal)
- 3. The main objective of the study is to find the preference for Ponlait cow milk (green packet) in Pondicherry region among the PONLAIT milk customers and its Retailers. SECONDARY OBJECTIVES To understand the reason behind the change of customer preference from Ponlait Toned milk (blue packet) or other brand to Ponlait Cow milk (green packet). To study the relationship between the various factors influencing the customer choice towards Quality, Price, Health, Taste, Packaging with preference for Ponlait Cow milk To know the satisfaction level of the PONLAIT customers and Retailers towards Ponlait cow milk.
- 4. RESEARCH METHODOLOGY SOURCE OF DATA Primary data Collected through closed ended questionnaire Research Design Research Instrument questionnaire Period of data collection 2-4-2012 to 22-6-12. Sampling Unit customers and retailers of Ponlait, Puducherry Sample size Customer : 200 Retailer : 50 Sampling method Area Of Sampling Pondicherry region Data Analysis technique Percentage Analysis. Chi- square Analysis. Weighted Average.
- 6. DATA ANALYSIS AND FINDINGS Chart 6.2.1 - Chart showing Reason for not using PONLAIT cow milk Customers survey Reasons for not using Ponlait cow milk Ponlait cow milk users 177/200 INFERENCE 43% respondents have told that they are satisfied with Ponlait Toned milk
- 7. Promotion of Ponlait cow milk INFERENCE 59% respondents came to know about Ponlait cow milk from retailers
- 8. Milk purchased before purchasing Ponlait cow milk INFERENCE 62% respondents have told that they have purchased Ponlait Toned milk
- 9. Motivation to switch from Ponlait Toned milk or any other brand to Ponlait Cow milk INFERENCE 37% respondents have told availability as the main reason to buy Ponlait cow milk
- 10. Customer complaints about Ponlait cow milk Oc Ve cur ry ren ra ce re INFERENCE 70% respondents respondents have told that they have no complaints
- 11. Preference for Ponlait cow milk in 200 ml in future Reason for NO Reason for YES Small quantity Customer can Not necessary buy extra milk packet as needed INFERENCE 59% respondents have told that they don’t nedd Ponlait cow milk in 200 ml packet
- 12. Customer Attribute Rank Appearance 1 Weighted Average Availability 2 Healthy 3 Smell 4 Freshness 5 Taste 6 Value for 7 money Price 8 Packaging 9 INFERENCE Respondents have opted for appearance and availability as top rank and gave packaging as least.
- 13. Retailer Survey Milk stock more - Chart showing type of milk stock more Chart 6.22 INFERENCE 68% respondents have told that they stock more Ponlait cow milk
- 14. Quantity of unsold Ponlait milk packets per day INFERENCE 36% respondents have told that less than 5 packets remains unsold
- 15. Percentage damage of PONLAIT cow milk per day INFERENCE 64% respondents have told 1 to 3% Ponlait cow milk packets are damaged
- 16. Reasons for not providing home delivery Chart 6.30 - Chart showing reason for not providing home delivery 26 pro % re vid spo e h nd om ent ed sd eli oes ve ry n’t INFERENCE 77% respondents have told that they provide home delivery to customers.
- 17. Visit of Executives INFERENCE 62% respondents have told that Executives visit sometimes.
- 18. Present cow milk sales INFERENCE 34% respondents have told that neither satisfied nor unsatisfied regarding the ponlait cow milk sales
- 19. Retailer Attribute Brand Image Rank 1 Availability 2 Quality 3 maintenance Attitude of 4 higher officials Company 5 response towards issues Service 6 provided Margin 7 Product 8 delivery INFERENCE Present cow 9 Respondents have opted for Brand Image milk sales and availability as top rank and gave packaging as least. Price 10 Packaging 11
- 20. chi-square test for family size and purchase volume Purchase volume Above 1.5 Family 0.5 1 1.5 Total size oi Ei Oi Ei Oi Ei Oi Ei 0 1.92 1-3 10 8.88 8 6.72 6 7,29 24 0 .76 4-5 15 17.39 20 13.16 12 12.69 47 4 1.68 6-7 12 7.77 0 5.88 5 5.67 21 4 0.64 Above 7 0 2.96 0 2.24 4 2.10 8 Total 37 28 27 8 100 χ2 Table = 46.2389 Degree of freedom = 9 Table Value = 16.919 As calculated value > Table value, H1 is accepted INFERENCE There is significant relationship between size of the house hold and volume of milk purchased .
- 21. FINDINGS OF CUSTOMER SURVEY • The reasons given by the 12% respondents for not using Ponlait cow milk are high price, more FAT content and satisfied with Ponlait toned milk. • 59% respondents came to know about PONLAIT cow milk from retailers and 20% from friends , relatives and 16% from displays and 5% from PONLAIT promotion activities. • Before the introduction of Ponlait cow milk most of the respondents purchased Ponlait toned milk and some of the purchased Rusi milk packets and very few purchased loose packets. • .
- 22. Cont…. The reason given by the respondents to purchase Ponlait cow milk were availability(37%) and quality(31%) and 3.5%FAT content (22%) and taste(10%). 70% of the respondents are fully satisfied with Ponlait cow milk and 7% of the respondents say sometimes bad smell occurs and 7% of the respondents say it's not fresh. 59% of the respondents have told that they don't need PONLAIT cow milk in 200 ml packet in future and 41% of the respondents have told that they need PONLAIT cow milk in 200 ml packets
- 24. Cont…. • 74% respondents have told that they provide home delivery and 26% respondents have told that don't provide home delivery. • 77% respondents have told that the delivery cost is high and 23% respondents have told that there is large area to cover so they don't provide home delivery. • 62% respondents have told that higher officials visit sometimes and 30 of the respondents have told that they vist often and 8% respondents have told that they never visit and 4% respondents have told that they visit very often. • Executives visit Ponlait retailers shop rarely home delivery is avoided due to high cost retailers stock ponlait cow milk more compared to other brand milk
- 25. SUGGESTIONS • As very few have purchased Ponlait cow milk through promotion activity, Ponlait can concentrate on Ponlait cow milk promotion activity. • Complaints can be got through feedback forms and Immediate response can be given to them. • Buyers are opted milk packets in 500 ml some of the buyers who wish to buy a little more than 500 ml prefer 200 ml packets. This can be taken for consideration. • Retailers and Customers expect improvement in packaging to avoid leakage and spoilage. • Distribution channel can make it possible to deliver Ponlait cow milk packets in time. • At present the executives visit the retailers rarely. Their frequent visit would lessen the complaints. • Create awareness among customer regarding date of package.
- 26. CONCLUSION This survey has given a clear picture in various aspects such as quality, price packaging, delivery, service provided. The study about the Customer preference towards Ponlait cow milk has brought down many statistical findings about customers and retailers. And we have put forward certain suggestions to improve sales of Ponlait cow milk.